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What was once called Keller Ford Kia in Grand Rapids, at 3385 Alpine Ave. NW, is now Keller Ford.

The Kia franchise was recently acquired by auto retailers Bill Doraty and Jeff Johnson. Terms of the deal were not disclosed.

The pair said today that they have moved the franchise to a space in Grand Rapids that once housed a Toyota dealership, at 4575 Plainfield Ave. NE.

The new dealership is called Kia of North Grand Rapids and opened for business last week.

Doraty said he expects the dealership to sell about 75-100 new Kias a month, as well as a similar number of used vehicles.

Jobs

The deal is expected to create about 30 jobs.

Kia brand

“We will create a new awareness for the Kia brand in Grand Rapids and its surrounding areas,” said Doraty, president, Kia of North Grand Rapids.

Doraty added that Kia has "become a force in recent years,” citing its technology, warranties and “strong and diverse” model mix.

Sales process

“Customers will be assisted by salaried, commission-free product specialists,” Johnson said. “Their sole function is to have an encyclopedic knowledge of each Kia vehicle, making them tremendous resources for car buyers.

“Then, when a customer is ready to discuss pricing, they are immediately introduced to a manager, which eliminates the back and forth that so often happens.

“The end result is a more pleasurable buying experience for the customer.”

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